I think Cordelli's example of paying extra for tomatoes on a sandwich is a case where a surcharge makes perfect sense. The tomatoes are something extra and optional; if you feel like saving money you can forgo the tomatoes.

I believe delivery charges on cars began this way too. Many years ago you could save yourself the cost of shipping the car to the dealership by picking it up at the factory. The "advertising charge" has always been a scam though.